#InstaFamous: Beauty Brands That Got Their Start on Instagram

InstaFamous: [adjective] to be famous and have thousands upon thousands of followers on Instagram. Some might say this isn’t a real thing, but it’s hard to argue with numbers—especially when they reach the millions. In relation to the beauty industry, social media (and Instagram, specifically) has largely democratized the space and made it that much easier for up-and-coming brands to build an audience and tell their stories. Today, we’re shining the light on some niche #InstaFamous beauty brands that blew up on Instagram and used the platform to bring their brand to the next level.

There’s something about L.A.-based makeup brand ColourPop’s brightly colored shadows, silky blushes, and velvet lip colors that cause the strong urge to double-tap. We’re fans of the brand’s marshmallow-scentedLippie Stix ($5) and have currently been using every single product in its #Squad collection with makeup artist Jamie Greenberg (the Matte Blush, $8, in New Lowes is stunning on all skin tones). The best part? Everything is so wallet-friendly.

It’s hard to deny the pull of adorable packaging—especially when said packaging is a lipstick that comes in the form of a pink-and-white pill. The brand’s Pretty Poison has legions of InstaFans, all swearing by the color payoff and smooth consistency. The brand is also launching its first Liquid Lip Color, a creamy matte mauve with gold sparkles that “shine brighter as the formula sets.” (Check it out here.)

Gerard Cosmetics promises products that are “never trendy,” but rather reflective of timeless beauty ideals. The cruelty-free line boasts creamy and matte lip colors in every color of the rainbow, although reds, violets, and taupey nudes seem to be the brand's signature.

The first thing you’ll notice about Hot Makeup is the exquisite rose-gold packaging, which will look right at home among your Charlotte Tilbury lipsticks and Tom Ford eye-shadow palettes. The second thing you’ll notice is that the inside reflects the outside—the formulas feel high-end, with silky powders and pigmented lipsticks, but they all ring in at a more-than-reasonable price point. Our favorites? The inky volumizing mascaras.

We first heard about this indie lipstick line when it launched a line of Harry Potter–inspired lipsticks that subsequently set the Internet in a frenzy. (It promptly sold out—Muggles loves their lipsticks.) Luckily, you can still get your hands on the brand's vast collection of liquid lipsticks (called Lip Couture) in every color of the rainbow.

L.A. Girl took off on Instagram with a pro-inspired line of products that tout HD Concealer ($5) and Velvet Contour Sticks ($5). Fans of NYX or NYC Cosmetics will love this affordable cruelty-free line—and find plenty of makeup inspiration on the L.A. Girl Instagram page.

Remember MySpace? Once upon a time, there was such a thing as a MySpace celebrity—and Jeffree Star was one, and then some. The glam-rock model, personality, and makeup icon launched a namesake line of products, much to the delight of his legions of followers. Standouts include the Velour Liquid Lipstick ($18), which doesn’t discriminate when it comes to shades: You’ll find baby blue, forest green, and black at home with baby pinks and nudes.

When two celebrity makeup artists (one of whom used to work with Rihanna) launch a line of lip colors, you can expect two things: high-pigment color and a long-lasting formula. Melt’s cult lippies coat your lips in vibrant color in one sweep and leave an ultra-matte finish—just look to the company's Instagram as proof.

A quick scroll through Morphe’s Instagram will yield plenty of poreless, perfectly sculpted faces—all achieved using the brand’s freak-out–worthy line of brushes. Followers love the brushes for the quality, variety, and price tag—most ring in at under $15, with some in the $3 range.